Tour guiding has existed since early humans traveled in search of food. While the earliest tour guides are unknown, guiding others is inherent to Filipinos' hospitality. There are many types of tours based on duration, tourist movement, objectives, group size, and forms. Tour guides have various roles like conducting educational activities, escorting groups, describing points of interest, ensuring safety, greeting visitors, researching environments, teaching skills, selecting routes, speaking languages, preparing equipment, driving, and clerical duties. Strong communication, a personable nature, memory, improvisation, enthusiasm, humor, punctuality, directional skills, local knowledge, and passion are key characteristics of an effective tour guide.
This document discusses innovation in tourism, focusing on different types of innovation and examples. It presents two value chains, one with a traditional focus on innovation and one focused on services. The types of innovation discussed are product/service innovation, process innovation, market innovation, and imitation. Examples provided include the Ice Hotel in Sweden, new technology for service delivery, and transforming a ski resort into a year-round destination. Preconditions and challenges to innovation in tourism businesses are also summarized.
The document provides an overview of the history and evolution of tourism. It discusses some key points:
1) One of the earliest uses of the word "tourism" was in 1811 in England referring to working class families traveling for pleasure.
2) Early definitions of tourism included one from 1905 referring to it as a modern phenomenon allowing people relaxation and appreciation of nature/art.
3) Major developments included the Roman Empire which built infrastructure enabling pleasure travel, and the Renaissance exposing Europeans to other cultures through travel.
4) Asia also saw tourism developments like the Silk Road facilitating cultural exchange between regions. Paid holidays and leisure travel became more common in the 18th-20th centuries.
This document discusses different types of tour operations including travel agencies, online travel agencies, tour operators, destination marketing organizations, and other organizations. It describes travel agencies as intermediaries between suppliers and travelers. Online travel agencies allow users to choose trip components based on price. Tour operators package and sell all or most trip components. Types of tour operators include inbound, outbound, domestic, ground, and receptive operators.
Tour guiding has existed since early humans traveled in search of food. While the earliest tour guides are unknown, guiding others is inherent to Filipinos' hospitality. There are many types of tours based on duration, tourist movement, objectives, group size, and forms. Tour guides have various roles like conducting educational activities, escorting groups, describing points of interest, ensuring safety, greeting visitors, researching environments, teaching skills, selecting routes, speaking languages, preparing equipment, driving, and clerical duties. Strong communication, a personable nature, memory, improvisation, enthusiasm, humor, punctuality, directional skills, local knowledge, and passion are key characteristics of an effective tour guide.
This document discusses innovation in tourism, focusing on different types of innovation and examples. It presents two value chains, one with a traditional focus on innovation and one focused on services. The types of innovation discussed are product/service innovation, process innovation, market innovation, and imitation. Examples provided include the Ice Hotel in Sweden, new technology for service delivery, and transforming a ski resort into a year-round destination. Preconditions and challenges to innovation in tourism businesses are also summarized.
The document provides an overview of the history and evolution of tourism. It discusses some key points:
1) One of the earliest uses of the word "tourism" was in 1811 in England referring to working class families traveling for pleasure.
2) Early definitions of tourism included one from 1905 referring to it as a modern phenomenon allowing people relaxation and appreciation of nature/art.
3) Major developments included the Roman Empire which built infrastructure enabling pleasure travel, and the Renaissance exposing Europeans to other cultures through travel.
4) Asia also saw tourism developments like the Silk Road facilitating cultural exchange between regions. Paid holidays and leisure travel became more common in the 18th-20th centuries.
This document discusses different types of tour operations including travel agencies, online travel agencies, tour operators, destination marketing organizations, and other organizations. It describes travel agencies as intermediaries between suppliers and travelers. Online travel agencies allow users to choose trip components based on price. Tour operators package and sell all or most trip components. Types of tour operators include inbound, outbound, domestic, ground, and receptive operators.
The document discusses ecotourism, defining it as responsible travel to natural areas that conserves the environment and improves well-being of local people. It describes ecotourists as those interested in social, economic, and environmental sustainability who seek authentic local experiences and opportunities to benefit local communities. The document also outlines characteristics of ecotourism, its evolution, significance, potential negative impacts, examples of ecotourism projects and destinations in the Philippines and worldwide.
Tourism has grown significantly worldwide, reducing poverty. It benefits related industries. Tour reception and guiding require showing guests their best while protecting cultural traditions. Guides must be licensed and accredited, possessing qualifications like strong communication skills, cultural knowledge, and ensuring safety. Effective tour techniques involve preparation, structured commentary, and responsiveness to guests.
Positioning plays a vital role in tourism marketing by differentiating destinations from competitors. The positioning process involves market segmentation, understanding target markets, and creating a unique image. Effective positioning promises specific benefits that satisfy customer needs better than alternatives. A destination can be positioned through objective attributes, subjective associations, or by focusing on price, users, applications, product classes, or competitors. The goal is to own a distinctive position in the customer's mind.
The tourism industry generates substantial economic benefits to both host countries and tourists' home countries. As with other impacts, this massive econonomic development brings along both positive and negative consecuences.
Marketing intermediaries such as wholesalers, retailers, brokers and distributors play an important role in distribution channels by facilitating the flow of goods from manufacturers to consumers. They keep manufacturers from assuming too much risk while providing financing and distribution services in an efficient and cost-effective manner. Some common examples of marketing intermediaries include large retailers like Kmart and grocery stores like Kroger.
Fundamentals & Principles in Tourism Product Development 2.pptxJordan Cabaguing
This document outlines the fundamentals and principles of tourism product development. It discusses the importance of considering policy, planning, and management when developing tourism products. It also identifies the key steps in the tourism product development process, which include product identification, market research, product-market matching, stakeholder consultation, product building, identifying circuits and clusters, preparing an investment plan, prioritizing products, product testing, and full launching and marketing. The overall goal is to apply these learnings to develop sustainable tourism products.
Skills in Dealing with Clients in a Travel Agency (Travel Agency & Tour Opera...Md Shaifullar Rabbi
The document discusses the skills needed to work as a travel agent. It outlines that travel agents must be resourceful, honest, have strong communication and customer service skills, and understand technology. They need to understand client needs, make travel bookings, handle any issues that come up, and meet sales targets. Successful travel agents are organized, have vision, strong people skills, are self-motivated, internet savvy, and love to explore and learn about different places. The document provides tips for travel agents to present products to clients, develop strong customer relationships and selling skills, and how to handle difficult customers.
Destination management involves coordinating all elements of a tourism destination. VisitEngland used best practices like stakeholder collaboration and evidence-based planning to showcase Britain and increase visitor spending. Their GREAT Britain campaign had a £100 million budget and exceeded targets by generating over £8 billion in visitor spending and £52 million from partners. The NEST model analyzes how stakeholder networks can promote sustainable tourism development. It establishes a core group to oversee measures like an Experience Development Strategy, which Australia funded for regions to improve their tourism offerings.
This document outlines the key speaking skills needed for tour guides. It discusses qualities like maintaining good posture and making eye contact. It also covers voice-related skills such as pitch, resonance and volume. Specific techniques are explained, such as overcoming annoying habits, using microphones properly, and paying attention to listening and ending a presentation. The goal is to equip tour guides with the communication abilities required to engage audiences effectively.
The presentation focuses on business travel and how it impacts the productivity of an employee. It identifies the factors that promote business travel and factors that trigger stress during business travel. It also covers the travel policy and corporate travel management.
Difference between tour operator and travel agent10th
A tour operator is responsible for arranging all aspects of a tour such as transportation, accommodation, meals, guides, and optional activities. They contract with various service providers and package the components together. Tour operators focus on select destinations and provide convenient travel options for tourists. A travel agent sells tour packages to clients and acts as an intermediary between tour operators and customers, helping clients book packages that meet their needs and budgets.
Tourism is a complex, multi-sector industry that involves the movement and activities of people outside their normal places of residence. The document defines tourism from several perspectives and outlines the key elements that make up the tourism system, including tourists, destinations, generating regions, and transit routes. It also discusses push and pull factors that influence travel and introduces Leiper's model of the tourism system, which views tourism as interactions between these geographical and organizational components.
Chapter 4 Creating and Implementing the Promotion(Tourism and Hospitality Ma...Md Shaifullar Rabbi
The document discusses distribution channels and how they work. It defines distribution channels as the links between production and consumption. Channels can range from simple with two layers to complex with several levels of intermediaries. Common channel levels include manufacturers, wholesalers, retailers, and consumers. The document then discusses the role of distribution in getting products from factories to customers. It influences pricing and positioning. Effective distribution requires coordination between channel members. Finally, it provides examples of traditional channel types like direct sales, brokers/distributors, and wholesalers/retailers.
Special Interest Tourism - Management IssuesKaren Houston
Management involves coordinating efforts to accomplish goals using available resources efficiently. In tourism organizations, managers plan, organize, lead, and control operations. They ensure efficient and profitable delivery of tourism products and services. Key management functions in tourism include marketing, operations, and human resources. Operational management focuses on capacity, standards, scheduling, inventory, and control. Human resource management involves issues like recruitment, training, performance evaluation, and motivation of staff. Innovation and responding to changing consumer demands pose ongoing challenges for tourism managers.
this presentation highlight the brand of green tourism, its benefits, the advantages and disadvantages associated with green tourism, and also how to go about becoming an Eco tourist in order to reduce your carbon footprint on the environment.
Marketing in Travel & Tourism: The Role of Marketing as a ToolKaren Houston
The document discusses strategic marketing planning in travel and tourism. It covers analyzing an organization's environment and strengths to develop a sustainable plan. A strategy sets the overall direction and considers market trends, competitors, and customers' needs. Strategic planning answers questions about an organization's current position, emerging opportunities, future goals, and decisions needed. Tools like Ansoff's matrix and the Boston matrix help analyze growth strategies and product portfolios. Competitive advantages include cost leadership, differentiation, and focus. Research methods gather data to inform marketing decisions.
Travel Agency, Tour Operations, Tour Package & Visa Processing Md Shaifullar Rabbi
MD. Shaifullar Rabbi has extensive experience in the tourism industry, including roles as a lecturer, assessor, coordinator, and resource person. He discussed the knowledge requirements for travel agencies and tour operations, including understanding different types of tourism, package tour development, client skills, and more. He explained the key functions of travel agencies, such as travel information, reservations, consulting, and tour packaging. Tour operators work to develop tour packages, arrange accommodations and transportation, and market directly to customers. Important considerations for travel agencies and tour operators include strong travel knowledge, relationship building, and working in a target-based environment.
The document discusses ecotourism, defining it as responsible travel to natural areas that conserves the environment and improves well-being of local people. It describes ecotourists as those interested in social, economic, and environmental sustainability who seek authentic local experiences and opportunities to benefit local communities. The document also outlines characteristics of ecotourism, its evolution, significance, potential negative impacts, examples of ecotourism projects and destinations in the Philippines and worldwide.
Tourism has grown significantly worldwide, reducing poverty. It benefits related industries. Tour reception and guiding require showing guests their best while protecting cultural traditions. Guides must be licensed and accredited, possessing qualifications like strong communication skills, cultural knowledge, and ensuring safety. Effective tour techniques involve preparation, structured commentary, and responsiveness to guests.
Positioning plays a vital role in tourism marketing by differentiating destinations from competitors. The positioning process involves market segmentation, understanding target markets, and creating a unique image. Effective positioning promises specific benefits that satisfy customer needs better than alternatives. A destination can be positioned through objective attributes, subjective associations, or by focusing on price, users, applications, product classes, or competitors. The goal is to own a distinctive position in the customer's mind.
The tourism industry generates substantial economic benefits to both host countries and tourists' home countries. As with other impacts, this massive econonomic development brings along both positive and negative consecuences.
Marketing intermediaries such as wholesalers, retailers, brokers and distributors play an important role in distribution channels by facilitating the flow of goods from manufacturers to consumers. They keep manufacturers from assuming too much risk while providing financing and distribution services in an efficient and cost-effective manner. Some common examples of marketing intermediaries include large retailers like Kmart and grocery stores like Kroger.
Fundamentals & Principles in Tourism Product Development 2.pptxJordan Cabaguing
This document outlines the fundamentals and principles of tourism product development. It discusses the importance of considering policy, planning, and management when developing tourism products. It also identifies the key steps in the tourism product development process, which include product identification, market research, product-market matching, stakeholder consultation, product building, identifying circuits and clusters, preparing an investment plan, prioritizing products, product testing, and full launching and marketing. The overall goal is to apply these learnings to develop sustainable tourism products.
Skills in Dealing with Clients in a Travel Agency (Travel Agency & Tour Opera...Md Shaifullar Rabbi
The document discusses the skills needed to work as a travel agent. It outlines that travel agents must be resourceful, honest, have strong communication and customer service skills, and understand technology. They need to understand client needs, make travel bookings, handle any issues that come up, and meet sales targets. Successful travel agents are organized, have vision, strong people skills, are self-motivated, internet savvy, and love to explore and learn about different places. The document provides tips for travel agents to present products to clients, develop strong customer relationships and selling skills, and how to handle difficult customers.
Destination management involves coordinating all elements of a tourism destination. VisitEngland used best practices like stakeholder collaboration and evidence-based planning to showcase Britain and increase visitor spending. Their GREAT Britain campaign had a £100 million budget and exceeded targets by generating over £8 billion in visitor spending and £52 million from partners. The NEST model analyzes how stakeholder networks can promote sustainable tourism development. It establishes a core group to oversee measures like an Experience Development Strategy, which Australia funded for regions to improve their tourism offerings.
This document outlines the key speaking skills needed for tour guides. It discusses qualities like maintaining good posture and making eye contact. It also covers voice-related skills such as pitch, resonance and volume. Specific techniques are explained, such as overcoming annoying habits, using microphones properly, and paying attention to listening and ending a presentation. The goal is to equip tour guides with the communication abilities required to engage audiences effectively.
The presentation focuses on business travel and how it impacts the productivity of an employee. It identifies the factors that promote business travel and factors that trigger stress during business travel. It also covers the travel policy and corporate travel management.
Difference between tour operator and travel agent10th
A tour operator is responsible for arranging all aspects of a tour such as transportation, accommodation, meals, guides, and optional activities. They contract with various service providers and package the components together. Tour operators focus on select destinations and provide convenient travel options for tourists. A travel agent sells tour packages to clients and acts as an intermediary between tour operators and customers, helping clients book packages that meet their needs and budgets.
Tourism is a complex, multi-sector industry that involves the movement and activities of people outside their normal places of residence. The document defines tourism from several perspectives and outlines the key elements that make up the tourism system, including tourists, destinations, generating regions, and transit routes. It also discusses push and pull factors that influence travel and introduces Leiper's model of the tourism system, which views tourism as interactions between these geographical and organizational components.
Chapter 4 Creating and Implementing the Promotion(Tourism and Hospitality Ma...Md Shaifullar Rabbi
The document discusses distribution channels and how they work. It defines distribution channels as the links between production and consumption. Channels can range from simple with two layers to complex with several levels of intermediaries. Common channel levels include manufacturers, wholesalers, retailers, and consumers. The document then discusses the role of distribution in getting products from factories to customers. It influences pricing and positioning. Effective distribution requires coordination between channel members. Finally, it provides examples of traditional channel types like direct sales, brokers/distributors, and wholesalers/retailers.
Special Interest Tourism - Management IssuesKaren Houston
Management involves coordinating efforts to accomplish goals using available resources efficiently. In tourism organizations, managers plan, organize, lead, and control operations. They ensure efficient and profitable delivery of tourism products and services. Key management functions in tourism include marketing, operations, and human resources. Operational management focuses on capacity, standards, scheduling, inventory, and control. Human resource management involves issues like recruitment, training, performance evaluation, and motivation of staff. Innovation and responding to changing consumer demands pose ongoing challenges for tourism managers.
this presentation highlight the brand of green tourism, its benefits, the advantages and disadvantages associated with green tourism, and also how to go about becoming an Eco tourist in order to reduce your carbon footprint on the environment.
Marketing in Travel & Tourism: The Role of Marketing as a ToolKaren Houston
The document discusses strategic marketing planning in travel and tourism. It covers analyzing an organization's environment and strengths to develop a sustainable plan. A strategy sets the overall direction and considers market trends, competitors, and customers' needs. Strategic planning answers questions about an organization's current position, emerging opportunities, future goals, and decisions needed. Tools like Ansoff's matrix and the Boston matrix help analyze growth strategies and product portfolios. Competitive advantages include cost leadership, differentiation, and focus. Research methods gather data to inform marketing decisions.
Travel Agency, Tour Operations, Tour Package & Visa Processing Md Shaifullar Rabbi
MD. Shaifullar Rabbi has extensive experience in the tourism industry, including roles as a lecturer, assessor, coordinator, and resource person. He discussed the knowledge requirements for travel agencies and tour operations, including understanding different types of tourism, package tour development, client skills, and more. He explained the key functions of travel agencies, such as travel information, reservations, consulting, and tour packaging. Tour operators work to develop tour packages, arrange accommodations and transportation, and market directly to customers. Important considerations for travel agencies and tour operators include strong travel knowledge, relationship building, and working in a target-based environment.
Appalti pubblici: comunicare obiettivi e risultati al cittadino contribuenteRiccardo Colangelo
Comunicare la spesa pubblica significa creare le condizioni affinché i programmi e le azioni per rendere la spesa pubblica più efficace ed efficiente siano comunicati: 1) all’interno degli Enti, a tutti gli uffici coinvolti nelle azioni; 2) all’esterno dell’Ente, a tutti i cittadini, destinatari finali delle politiche pubbliche.
Significa anche verificare se e in che modo la pubblica amministrazione sta perseguendo gli obiettivi strategici che si è posta, condividere un percorso di lavoro con gli uffici e dunque porre le basi per una corretta valutazione e misurazione delle performance della PA.
Relazione per il corso di Strumenti di Indagine per le organizzazioni ed i mercati, volta ad analizzare la qualità percepita e la soddisfazione degli utenti del servizio offerto dalla compagnia aerea Ryanair.
MIDEST è la piattaforma mondiale di riferimento e di scambi tra committenti e subfornitori.
E’ il salone dove allacciare partnership e aggiornarsi sulle tecniche, al servizio dei costruttori e degli assemblatori, che desiderano incontrare i fornitori di soluzioni nei settori :
- Trasformazione dei metalli
- Trasformazione della plastica / della gomma/ dei compositi
- Elettronica / Elettricità
- Microtecniche
- Fissaggio industriale
- Trattamento delle superfici
- Servizi per l’industria
- Trasformazione del legno
- Manutenzione industriale
MIDEST 2013, generatore di business tra : 1.702 espositori, di cui il 40% di provenienza internazionale da 37 paesi e 42.101 operatori di cui il 15% internazionale proveniente da 84 paesi.
Introduzione al corso di Gestione dei Processi - prof. Gandolfo Dominici- Università di Palermo - Laurea Magistrale in Scienze Economico-aziendali LM77 - A.A, 2012-2013
Il Paradigm shift della teoria sistemica nelle scienze sociali. verso un nuov...Gandolfo Dominici
Il Paradigm shift della teoria sistemica nelle scienze sociali. verso un nuovo concetto di impresa sistemico-vitale.
SINERGIE EURPRERA CONGRESS - IULM - MILAN - 10-11 NOVEMBER - 2011
“Se e come nelle scienze aziendali-gestionali sia possibile applicare i concetti fondamentali che hanno portato al cambiamento di paradigma in sociologia”
Lezione Scm & operations scorte risorse lean mrp prof. Gandolfo Dominici Università di Palermo CDL magistrale in Scienze Economico aziendali Facoltà di Economia
lezione 4 - Tecnica della comunicazione di impresa, CDL magistrale in Scienze...Gandolfo Dominici
lezione 4 - Tecnica della comunicazione di impresa, CDL magistrale in Scienze economiche e finanziarie indirizzo gestione di impresa, prof. Gandolfo Dominici, Università di Palermo, Facoltà di Economia
Lezione 2, SCM & operations, prof. Gandolfo Dominici, Università di PalermoGandolfo Dominici
Lezione 2, SCM & operations, prof. Gandolfo Dominici, Università di Palermo, Corso di Laurea Magistrale in Scienze Econonico aziendali, indirizzo gestione delle imprese, Facolta di Economia
Lezione 2 e 3 prof. Gandolfo Dominici- Tecnica della Comunicazione di impresaGandolfo Dominici
Lezione 2 e 3 prof. Gandolfo Dominici- Tecnica della Comunicazione di impresa- Corso di Laurea Magistrale in Scienze Economico Aziendali LM77 -indirizzo Gestione di Impresa - Facoltà di Economia - Università di Palermo
Lez.1- Corso di Tecnica della Comunicazione d'impresa- Laurea Magistrale in Scienze economico-aziendali- indirizzo Gestione d'impresa- Facoltà di Economia - Università di Palermo- Prof. Gandolfo Dominici
Prima lezione del corso di laurea magistrale "Supply chain Management & Operations" nel corso di Scienze economico aziendali indirizzo getione di impresa Facoltà di Economia Università di Palermo, Prof. Gandolfo Dominici
1. IL TRASPORTO AEREO
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
2. ESERCIZIO
Il management di una compagnia aerea deve formulare
un’offerta indirizzata ad un target di 500 persone che viaggiano
per vacanze, di cui:
- Il 50% è composto da ragazzi tra i 20 e i 35 anni;
- il 25% è composto da adulti tra i 45 e i 55 anni;
- la restante parte è composta da adulti tra i 55 e i 70 anni.
Supponente di lavorare nel management di una compagnia
aerea e fornite le possibili soluzioni d’offerta.
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
3. STORIA
1970
FINANZIA
TARIFFE
LO STATO
CONTROLLA
ROTTE
BARRIERE ALL’ENTRATA
CONTROLLA
I COSTI DEL SETTORE
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
4. LA DEREGOLAMENTAZIONE DEL TRASPORTO AEREO
NEGLI STATI UNITI
1978
AIRLINE DEREGULATION ACT Liberalizzazione del settore aereo
ABBASSAMENTO DELLE BARRIERE ALL’ENTRATA
RIDUZIONE DELLE TARIFFE
AUMENTO DELLE DIMENSIONI DELLE COMPAGNIE AEREE MEDIANTE FUSIONI
E ACQUISIZIONI
SVILUPPO DI CAPILLARI ED EFFICIENTI NETWORK DI HUB AND SPOKE
NASCITA DELLE PRIME COMPAGNIE LOW COST
1980
SVILUPPO DI POLITICHE DI MARKETING PER FIDALIZZARE I CLIENTI
INTRODUZIONE DEI FREQUENT FLYER PROGRAM
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
5. SISTEMA HUB AND SPOKE
Collegamenti di una serie di aeroporti periferici ad uno principale (hub). Gli hub
sono gli aeroporti col principale volume di traffico ma con i costi di gestione
maggiori. Questo sistema permette la pianificazione di orari che permettano tempi
di attesa adeguati fra un volo e l’altro, possibilità di un unico ceck in e ritiro dei
bagagli presso la destinazione finale.
Permette l’ottimizzazione del load factor, convogliando sul volo in partenza
dall’hub, passeggeri provenienti da diversi aeroporti di origine. Permette quindi, di
ampliare le rotte disponibili senza dover creare nuove tratte ma combinando le
esistenti.
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
6. I FREQUENT FLYER PROGRAM (FFP)
I FFP sono dei programmi di fidelizzazione promossi in genere dalle
compagnie più grandi, nei confronti dei propri clienti, specialmente per
la clientela business, disposta a pagare tariffe più elevate e con una
maggiore frequenza di voli.
Con il FFP il cliente riceve punti per ogni volo in funzione alla lunghezza
della tratta e, dopo aver raggiunto un numero prefissato di punti/miglia
aeree, può riscattare tale punteggio ricevendo in cambio biglietti aerei
verso qualunque destinazione del network della aerolinea.
Con il FFP si può incrementare il proprio fatturato del 20/30% ma questi
effetti positivi sono riscontrabili, in genere, dalle compagnie (o pool di
compagnie) che possono offrire un numero notevole di destinazioni.
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
7. LA LIBERALIZZAZIONE EUROPEA E LO SVILUPPO
DEL MERCATO AEREO IN EUROPA
ACCESSO AL MERCATO
I TRE PACCHETTI NORMATIVI LE TARIFFE
ALTRE REGOLAMENTAZIONI
IL SERVIZIO DI TRASPORTO AEREO
PROPOSTE EUROPEE DI RIFORMA
DIRITTI AEROPORTUALI
RIFORMA DEL TRASPORTO AEREO IN ITALIA
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
8. LO SVILUPPO DEL MERCATO AEREO IN ITALIA
FINO AL 1990
ALITALIA (MONOPOLIO) - L’offerta era concentrata sullo scalo di Roma.
ALISARDA (MERIDIANA) operava prevalentemente durante il periodo estivo per
gestire il flusso turistico da/per la Sardegna.
Meridiana rappresentava (oggi ALITALIA) era la più antica compagnia aerea dopo
Alitalia.
1995
INGRESSO DI AIRONE E DI ALTRE COMPAGNIE (Air Sicilia, Alpi Egles..)
11 SETTEMBRE 2001
AUMENTO DEL PETROLIO
RIDUZIONE DEI TRASPORTI DI 7.9%
AUMENTO DELLA SICUREZZA
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
9. LO SVILUPPO DEL MERCATO AEREO IN ITALIA
2002
INCREMENTO DEI VIAGGI D’AFFARI E DEL TURISMO IN GENERALE
DIFFUSIONE DELLE TARIFFE SPECIALI
MIGLIORAMENTO DELLE INFRASTRUTTURE AEROPORTUALI
INGRESSO DEI LOW COST (RYANAIR, GO, EASYJET)
Questi nuovi players hanno di gran lunga stimolato una parte della domanda
“trascurata” dai grandi vettori, quella di clienti fortemente sensibili al prezzo e quindi
disposti a ricevere un servizio di basso profilo (“no frills”).
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
10. I CINQUE MAGGIORI MERCATI
Regno Unito
21,5%
Altri paesi
Germania
27, 4%
15,4%
Spagna
15,1%
Italia
9,3% Francia
11,4%
VOLI NAZIONALI ED INTERNAZIONALI 2005 Fonte: Elaborazione Dati Eurostat
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
11. SVILUPPO DEL MERCATO EUROPEO
Voli per persona
Mercati fortemente liberalizzati o isole Indice > 3
(Irlanda, Regno Unito, Spagna…)
Mercati mediamente sviluppati 2 < Indice < 3
(Paesi Bassi, Svezia…)
Mercati a basso sviluppo 1 < Indice < 2
(Francia, Germania, Italia…)
Est Europa Indice < 1
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
12. EVOLUZIONE PASSEGGERI INTRAUE 1997 - 2006
140000000
120000000
100000000
80000000
1997
2001
60000000 2006
40000000
20000000
0
a
ia
a
ia
K
ia
da
n
nd
U
an
nc
al
ag
n
la
It
la
m
ra
p
O
Ir
er
S
F
G
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
13. VOLI PER PERSONA IN EUROPA NEL 2006
7 0
6,84
,0
6 0
,0
5 0
,0
4,25
4 0
,0
3,57 3,55 3,54
2,99 2,97 2,88
3 0
,0
2,58 2,57 2,51
2,10
2 0
1,89 1,87 1,84
,0
1,66
1 0
,0
0,71
0 0
,0
5
o
ia
pa
ca
ia
llo
da
ia
a
lia
a
E1
o
a
a
ria
rg
ss UK
an
nd
gn
nd
gi
ci
nc
zi
ga
ro
ar
Ita
bu
an
U
st
re
ve
el
im
m
la
la
Eu
a
to
ra
Au
B
G
em
Irl
le
Sp
O
S
in
er
F
an
or
ta
st
F
G
P
D
To
E
Lu
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
14. LE COMPAGNIE AEREE EUROPEE
AirFrance; 8,9%
Lufthansa; 7,7%
Ryanair; 6,1%
Easyjet; 4,8%
British Airways; 4,3%
Iberia; 3,5%
Alitalia; 3,2%
AirBerlin; 2,8%
Altri; 58,7%
AirFrance Lufthansa Ryanair Easyjet British Airways Iberia Alitalia AirBerlin Altri
Market Share Passeggeri in Europa 2007
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
15. LA REDDITIVITA’ DELLE COMPAGNIE AEREE EUROPEE
Ebit 2006/2007 Compagnie Aeree Europea
25,0%
21,1%
20,0%
15,0%
10,0% 8,2%
7,3% 6,5%
5,4%
4,1%
5,0% 2,8%
-4,4% -9,8%
0,0%
Lufthansa
Easyjet
Airways
Ryanair
Iberia
Alitalia
Vueling
AirFrance
AirBerlin
British
-5,0%
-10,0%
-15,0%
Ebit 2006/2007
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
16. ANALISI DEL SETTORE E DELLA CONCORRENZA
Stato
FORNITORI (regola l’entrata e l’uscita e
la concessione delle rotte)
POTENZIALI ENTRANTI RIVALITÀ ALL’INTERNO SERVIZI SOSTITUTIVI
DEL SETTORE
Aeroporti e Sistemi di Controllo
(influiscono sull’efficacia ed
Struttura dei costi
efficienza operativa
delle compagnie CLIENTI
degli aeroporti e sul
controllo del traffico aereo)
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
17. RIVALITÀ ALL’INTERNO DEL SETTORE
ELEVATA CONCENTRAZIONE (OLIGOPOLIO)
TASSO DI CRESCITA DEL SETTORE ELEVATO
FORTE REGOLAMENTAZIONE PUBBLICA
ELEVATE BARRIERE ALL’ENTRATA E ALL’USCITA
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
18. MINACCIA DI NUOVI ENTRANTI
DOMANDA POTENZIALE DI UNA NUOVA ROTTA
AEREI UTILIZZATI PARZIALMENTE
STRUTTURA DEI COSTI TOTALI E BREAK EVEN
Economie di scala
La minaccia dell’entrata di
Costi medi elevati
potenziali concorrenti dipende
dalle barriere all’entrata Curve di apprendimento
Regolazione pubblica
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
19. ECONOMIE DI SCALA
Le compagnie aeree grazie agli elevati volumi realizzano ec di scala che
abbassano i costi unitari ad un livello tale da rappresentare una barriera per
una nuova impresa che intenda entrare nel mercato. Per un volo
programmato i costi marginali di trasporto di un passeggero in più sono in
pratica uguale a zero. Il nuovo entrante si troverà in svantaggio fino a
quando non avrà raggiunto le dimensioni dei propri concorrenti.
Le grandi dimensioni permettono un miglior sfruttamento delle tecnologie
come i CRS.
L’investimento in immagine e programmi di fedeltà può risultare una
strategia poco imitabile e creare quindi fedeltà.
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
20. COSTI MEDI ELEVATI
La presenza di costi medi elevati dipende da alcuni motivi:
- Maggiori conoscenze di gestione sono acquisibili solo dopo un determinato
periodo di tempo.
- Risulta necessaria la predisposizione di un sistema di rotte che permetta
una migliore utilizzazione delle flotte e attrezzature.
- L’esistenza di infrastrutture come terminal in aeroporti, hubs (sistema di
rotte da un aeroporto periferico a centrale) e la regolazione degli slot sono di
importanza strategica
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
21. I FORNITORI
DA 70 - 120 POSTI
COSTRUTTORI BOEING (USA)
DI VELIVOLI SUP A 120 POSTI AIRBUS (EUROPA)
ELEVATA
CONCENTRAZIONE
GENERAL ELETTRIC
COSTRUTTORI ROLLS ROYCE
DI MOTORI PRATT E WHITNEY
CFM INTERNATIONAL
Dipende dalla domanda e dall’offerta. Dipende
POTERE DI NEGOZIAZIONE dalle partnership tra le principali compagnie
aeree, che si obbligano ad acquistare un
quantitativo di velivoli tecnologicamente
avanzati e i costruttori dei velivoli che si
impegnano a riservare loro le prime unità
prodotte.
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
22. I CLIENTI
AGENZIE DI VIAGGIO VOLI CHARTER
PASSEGGERI VOLI
TOUR OPERATOR
PROGRAMMATI
DOMANDA
INDIVIDUALE VOLI PROGRAMMATI
AIR CARGO SPEDIZIONIERI
ORGANIZZAZIONI/IMPRESE
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
23. I CLIENTI
L’agente di viaggio, attraverso la vendita del
AGENZIE DI VIAGGI
biglietto, cede il diritto di usufruire del servizio
di trasporto aereo.
Le compagnie aeree possono condizionare
l’offerta dell’agente di viaggio mediante le
ELEVATA commissioni e/o il proprio computer reservation
CONCENTRAZIONE system (CRS).
Aumento della dimensione delle agenzie di viaggi
Aumento dei punti vendita
Alleanze tra più agenzie di viaggi
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
24. I SISTEMI DI PRENOTAZIONE COMPUTERIZZATI
Alla fine degli anni settanta negli USA le grandi compagnie nazionali hanno
iniziato ad utilizzare la tecnologia dei computer per sviluppare un modo
nuovo di distribuzione del prodotto creando così i sistemi di prenotazione
computerizzata comunemente chiamati CRS.
In pochi anni i CRS hanno raggiunto un ruolo centrale nel
settore del trasporto aereo e sono diventati per le compagnie proprietarie
sia un fondamentale mezzo per la massimizzazione dei profitti grazie,
all’efficienza nella produzione dei dati, sia uno strumento in grado di
adottare tattiche altamente anticoncorrenziali.
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
25. I CLIENTI
TOUR OPERATOR
Il tour operator attua tre strategie:
- Concentrazione nel core business del package travel
- Integrazione con agenzie di viaggio
- Integrazione con compagnie aeree e altri operatori del settore turistico:
alberghi, trasporti ferroviari…(Expedia)
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
26. I CLIENTI
DOMANDA INDIVIDUALE
• I CLIENTI CHE VIAGGIANO PER LAVORO SONO MENO SENSIBILI AL
PREZZO RISPETTO AI CLIENTI CHE VIAGGIANO NEL TEMPO LIBERO
• L’AUMENTO DEI PREZZI È PERCEPITO IN MISURA INFERIORE NEI
PERIODI DI INFLAZIONE
• LA RIDUZIONE DELLE TARIFFE HA UN EFFETTO MAGGIORMENTE
POSITIVO NELLE FASI DI ESPANSIONE RISPETTO ALLE FASI DI
CONTRAZIONE
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
27. I CLIENTI
IL TRASPORTO DI PRODOTTI
• I CLIENTI CHE HANNO LA NECESSITÀ DI CONSEGNARE I PROPRI
PRODOTTI IN TEMPI BREVI
• GLI SPEDIZIONIERI
• I CORRIERI ESPRESSO CHE POSSONO DISPORRE ANCHE DI PROPRIE
FLOTTE (DHL INTERNATIONAL, FEDERAL EXPRESS)
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
28. I SERVIZI SOSTITUTIVI
BUS
Solo per determinate località
NAVI
Es il Bullet Train in Giappone con una
TRENI velocità suo a 300 km
Il Channel Tunnel che ha ridotto i tempi tra
Gran Bretagna ed Europa Continentale
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
29. LO STATO
REGOLAZIONE PUBBLICA DEL TRASPORTO AEREO SU:
Quante e quali compagnie possono
ENTRATA DEL SETTORE operare e con quale frequenza e con
quali tariffe
FORMAZIONE DEL PERSONALE Es. concessione di brevetti
UTILIZZO DEGLI AEREOMOBILI
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
30. GLI AEROPORTI
L’EFFICACIA E L’EFFICIENZA DIPENDE DA
ACCESSIBILITÀ
FREQUENZE DEI VOLI
PUNTUALITÀ DEI VOLI
COSTI DI INVESTIMENTO, DI MANUTENZIONE E DI PERSONALE
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
32. LA LEADERSHIP DI COSTO
- TIPOLOGIA DEI CLIENTI
- STANDARDIZZAZIONE E SEMPLIFICAZIONE DEL SERVIZIO
- NO FRILLS SERVICE
- RIDUZIONE DEL COSTO DEL LAVORO
- RIDUZIONE DEI COSTI DEL SISTEMA DI ROTTE
- RIDUZIONE DEI COSTI DI DISTRIBUZIONE.
- VANTAGGI DI COSTO NELLA LOCALIZZAZIONE
- OUTSOURCING
- AGEVOLAZIONI STATALI
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
33. LA LEADERSHIP DI COSTO
- RIDUZIONE GLI INVESTIMENTI
- RIDUZIONE DEI COSTI FISSI
- ECONOMIE DI SCALA
- CURVE DI ESPERIENZA
- LOW COST CULTURE
- ORGANIZZAZIONE PIATTA
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
34. LA DIFFERENZIAZIONE
DIFFERENTI ESIGENZE DEI CONSUMATORI
PERCHÈ? POCHE IMPRESE SCELGONO LA DIFFERENZIAZIONE
L’IMITAZIONE NON AVVIENE FACILMENTE E IN TEMPI BREVI
SUPERIORITÀ TECNICA
COME? LA FIRST CLASS (utilizzata su lunghe distanze)
RIDUZIONE DEI RISCHI PERCEPITI
FORMAZIONE DEL PERSONALE
MIGLIORARE LA SODDISFAZIONE DEI CLIENTI
MIGLIORARE IL RAPPORTO QUALITÀ MEDIA/ PREZZO
RAGIONEVOLE
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
35. LA DIFFERENZIAZIONE
INNOVAZIONE CONTINUA SUI SERVIZI
MAGGIORE PERCEZIONE DI VALORE DA PARTE DEL
CONSUMATORE
IL CONSUMATORE DEVE PERCEPIRE L’AUMENTO DI VALORE
COME MIGLIORE QUALITÀ
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI
36. LA FOCALIZZAZIONE
INDIVIDUAZIONE DI UN TARGET DI RIFERIMENTO
SODDISFACIMENTO DEL TARGET INDIVIDUATO
APPLICAZIONE SIMULTANEA DI STRATEGIE DI LEADERSHIP DI
COSTO E DI DIFFERENZIAZIONE AD UN DETERMINATO TARGET
Corso di Marketing
dr. Rosa Guzzo
prof. Gandolfo DOMINICI